What you say and show on your website matters more than your site design. Start there!

October 26, 2015

When small business owners approach me with the idea to redo their corporate website, I advice them what I’m about to tell you. What you say and show on your website is the real differentiator, not your site design. Start there! Then, you’ll know which website design and features are necessary to present your content.

Aim for content that

  • Quickly answers your audience’s questions;
  • Communicate from their viewpoints;
  • Make them feel at home;
  • Speak to their aspirations.

My advice is to invest in a content strategy that speaks to your targeted audience. First brainstorm answers to these key questions:

  1. What’s the main business goal behind that website?
  2. Who is the targeted audience? You’ll notice that there is no s at audience. Select one!
  3. Why does your audience visit your website? What does your audience want to know? What are they trying to accomplish?
  4. At what moment does your audience visit your website? On which devise?
  5. Which actions do you want your audience to do? In which priority order? Use a limit of 2-3 actions for the entire site.
  6. What does your audience need to know or experience before they take these actions?
  7. How do you plan to keep the content fresh and relevant for your audience?

What your audience wants/needs to know will grow and evolve over time. Plan ahead for being able to easily publish new content, to test messaging and to highlight the most appropriate content to reach a specific goal.

People buy your mission and how you do it before they buy what you do.

I usually start with the why, continue with the how and finish with the what. When you brainstorm for content, keep in mind why customers do business with you and how you answer their aspirations. Gather stories that show why and how you make the life of your customers simpler, better, healthier, smarter or happier. Give them a taste of what their life would be if they do business with you.

Gather stories that show how your business innovate whether it’s in product development or in the way you do business. Gather stories that bring people behind the scene.Introduce them to your inspiring team, to the employees who imagine, research, build and care after your products. And finish with what you do. People buy your mission and how you do it before they buy what you do.

One last thing… Your corporate website might be the home base of your digital presence but you need to tell the same brand story on social platforms. Stay true to your tone and personality everywhere.

Photo credits: Death To The Stock Photo

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2 Comments

  • Reply Fama Almeria December 3, 2015 at 4:42 am

    Great article about a real thing that people always forget. Sometimes people prefer design over proper structured contents.

  • Reply Larissa September 1, 2016 at 5:14 pm

    That is the real content quality. I have seen many beautiful sites, but very difficult to understand, especially when looking for something specific but the text does not go anywhere.

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